Consolidation among independent media agencies continues apace — a reaction to the holding companies getting bigger and bigger, which creates more opportunity for indies to pick away mid-market clients.
Digiday has learned that performance-oriented media agency Brainlabs has acquired L.A.-based fellow independent media agency Exverus Media. Terms of the acquisition were not disclosed upon request, but it brings the total company to 1,060 employees. The thinking behind the acquisition, according to Dan Gilbert, Brainlabs’ founder and CEO, is to round out Brainlabs’ offering to be more full-funnel, given Exverus’ abilities on the upper- or brand-end of the funnel.
“There was an increasing demand from clients to have a full-funnel approach,” said Gilbert. “So we started looking around at the various agencies in the market, and when we came across Exverus, it was like a light went [on].”
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